The Essence of Chav

[MikeO996]

Just flicking through the new copy of evo and saw Brietling's advert proclaiming "The Essence of Britain" and "British Chic". All very fine (except I didn't realise they're a British company) until you see the model's entirely blue hand. Yep, David Beckham. Oh dear, blown any aspirational status for me.
Still given footballers' famous predilection for Bentleys maybe they know their market.
Just me or a marketing own goal for others too?

Edited by MikeO996 on Monday 4th November 16:28

[PJ S]

Just watch this – http://www.youtube.com/watch?v=IOGlRNrdHQs – all will become apparent.

[MikeO996]

Great video (although skirts closely to a Ratner moment). IWC successfully selling glamour (despite a couple footballers) whereas Breitling fail. Glamour and high end products need an illusion of sophistication - Beckham and his tattoos are the antithesis of sophistication.

[PJ S]

Yep, and if you watched only the hand moment, when explaining price, you'd see cost remains static, Veblen effect increases.
Nothing new, Rolex has perfected the art of Veblen pricing – but then if everyone is a willing participant, I suppose you could argue where's the harm?

[a340driver]

"So you can increase your prices and still people will buy".

"Portuguese, it's an old product"

Funniest point for me was the fact that they're pushing pilots watches using a Junkers 52 and then the Spitfire because you dream of being a Top Gun pilot.

Are they really Swiss? It would make sense, in that they didn't really notice WW2 OTHER THAN FOR MARKETING PURPOSES!

On the plus side it looked like he had a really lovely weekend with his new friends.

Depressing, but I still want a portuguese for my 50th.

[obob]

MikeO996 said:

Just flicking through the new copy of evo and saw Brietling's advert proclaiming "The Essence of Britain" and "British Chic". All very fine (except I didn't realise they're a British company) until you see the model's entirely blue hand. Yep, David Beckham. Oh dear, blown any aspirational status for me.
Still given footballers' famous predilection for Bentleys maybe they know their market.
Just me or a marketing own goal for others too?

Edited by MikeO996 on Monday 4th November 16:28

No I'd be more likely to buy one now.

[bobbybee]

ACE,
I'll have to get one to go with my Range Rover Evoque, bottle of DB stink and underwear.
I'll be able to drive round in my DB pants, smelling like DB and know the time, just like DB. "the big hand is on the 12, the little hand is on the 2, so it's 12:10 then?"

[yeti]

I'm a Beckham fan, a Bentley fan and a Breitling fan.

However, those three things should not have been put together, I don't want or need any association between them.

Breitling for Bentley spawned some truly horrific watches...

[Miguel Alvarez]

Putting on my flame suit, it's quite a nice looking watch for the main part. I'd not wear anything with a footballer tie in so that's me out.

[graeme4130]

Interesting to see how blatantly iwc flaunt their 'emotion driven' profit in that video
We all know that a £6k watch doesn't cost 5.9k to sell, but to gloat so publicly in that video is pretty poor form

Still, I have an IWC watch in my collection and will no doubt own another at some point

Breitling's tie in with Beckham just further instals the opinion I've always had that they're a chav's watch, but only now Breitling themselves are recognising that as part of their core market with the DB tie in